TX Whiskey Makes the Most Texan Holiday Possible with The Briskurkey

This Thanksgiving TX Whiskey, with the help of Tombras, set out to make the most Texan holiday possible. The brand searched the state to find TX Whiskey-infused and inspired recipes from Texan chefs and influencers, resulting in a handful of quintessentially Texan recipes that can be found on the TX Website.

The main attraction, however, was something that’s never been done before, and the most Texan a turkey could get: The Briskurkey. Carefully crafted from 100% all-beef brisket and beef ribs, this 'bird' is truly a turkey made for Texans. The Briskurkey was made in partnership with Jason Wilson of Meat Therapy. Wilson is a self-proclaimed meat whisperer and just the Texan pitmaster needed to create The Briskurkey.

“TX Whiskey brings a unique, bold flavour profile that’s uncommon in the whiskey category.” said Steve Gordon, marketing and commercial director, TX Whiskey. “We wanted to take this opportunity to bring that same thinking and flavour to a holiday that was calling out for an authentically Texan signature dish. The Briskurkey is the ultimate Thanksgiving dish, dreamed up by Texans, for Texans.”

Tombras, which grew their relationship with Pernod-Ricard USA after starting with Smooth Ambler in 2019, has since worked across their entire American whiskey portfolio (Jefferson’s Ocean, Smooth Ambler, Rabbit Hole and TX).

With this campaign, running on social media, Tombras’ remit is to create buzz for the brand around the holiday season and inspire Texans to spice up their holiday meal plans with a little Texan spirit. Earlier this year, Tombras launched a campaign for Pernod Ricard’s Jefferson’s Ocean bourbon, which was their second for the Pernod Ricard portfolio after creating a Smooth Ambler campaign in 2019.